Lavazza has launched My Lavazza, its first loyalty program in the United States, targeting the premium-coffee consumer across retail, e-commerce, and subscription channels simultaneously. The program went live ahead of National Coffee Day on September 29, positioning the Turin-founded roaster to capture new enrollment momentum during one of the category's highest-traffic retail moments.
Program Architecture
My Lavazza operates on a points currency called "Beans," with members earning 1 Bean per $1 spent on lavazzausa.com and up to 75 Beans per receipt — capped at three receipts per month — for purchases at authorized retail partners. Subscribers to the brand's Lavazza My Way service receive preferential treatment: they automatically advance to the mid-tier Barista level, collect a 50-Bean first-subscription bonus, and earn 2x Beans on every recurring delivery. That subscription accelerator mirrors loyalty mechanics now common among specialty foodservice and CPG brands trying to convert one-time buyers into predictable recurring revenue.
The three-tier structure — Enthusiast (0–299 Beans), Barista (300–799 Beans), and Maestro (800-plus Beans) — rewards progressive engagement rather than a single purchase threshold. Beyond transactions, members can accumulate points through dashboard "Missions" including quizzes and surveys, and each month receive three no-purchase-required sweepstakes entries for Lavazza products and branded experiences.
Foodservice & Channel Context
For foodservice operators carrying Lavazza through away-from-home accounts, the program adds a consumer-facing engagement layer that could reinforce brand preference at the point of service. Daniele Foti, Lavazza North America Marketing VP, framed the launch as part of a broader omnichannel push: "Whether through our foodservice partners, at retail, online or directly through our own channels, we want to engage with customers wherever they find us."
The loyalty play comes as the premium-coffee segment faces intensifying competition across both the at-home and away-from-home dayparts. Subscription-anchored loyalty has become a meaningful retention tool for coffee brands navigating elevated green-coffee input costs and consumer trade-down pressure at the mass end of the market. By tying its richest earn rate to the subscription tier, Lavazza is prioritizing lifetime value over single-transaction volume — a unit-economics calculation increasingly common among premium beverage brands competing for share of stomach with QSR coffee programs.
Lavazza's global footprint spans 140 markets with annual group turnover exceeding €3.9 billion, but My Lavazza marks the brand's first formal attempt to build a first-party data asset among U.S. consumers. That data layer — fueled by receipt uploads, code entries from Tablì tab packaging, and survey participation — could ultimately inform product development, promotional cadence, and retail shelf strategy for its U.S. business.
Cataldo De Franco, Senior Vice President of E-Commerce at Lavazza North America, described the program as "an important step in growing our community and strengthening our presence within the digital environment," signaling that the e-commerce channel will serve as the primary growth engine for membership acquisition.
For chain operators and foodservice distributors, the program is worth tracking as evidence of how premium coffee suppliers are investing in direct consumer relationships — a dynamic that increasingly influences which brands operators can leverage for co-marketing and menu storytelling. Similar loyalty-linked strategies have surfaced across the beverage and coffee category, as covered previously in our foodservice channel trends reporting.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
